Innovative products cater to growing do-it-yourself trend

ROCKVILLE, Md. — It is clearly no secret that nail care products at mass are red hot, as manufacturers continue to develop innovative do-it-yourself products that imitate nail salon effects and beauty mavens increasingly turn to at-home, cost-effective solutions. New research estimates that the segment will reach $2 billion in 2016.

According to “The Nail Care Market in the U.S.,” a recent report from market research firm Packaged Facts, dollar sales of nail care products in the mass market will reach $2 billion in 2016.

For example, DIY products mimicking the salon effects of Minx nails —- adhesive nail stickers made in a range of wild colors and patterns that are available only in salons — have had a major influence on the expansion of the DIY nail care market, according to Packaged Facts.

As reported by Drug Store News, another breakthrough has been the introduction of products allowing consumers to apply their own gel manicures at home. A salon gel manicure lasts twice as long as a traditional manicure but can cost $50 and up at a salon.
Products enabling DIYers to create textured nails, such as crackle nail polish, have also contributed to the explosive growth of the nail care category. Magnetic nail polish, a newer entry in the field, is increasingly seen as offering stiff competition to crackle nail polish. Glitter nail polish provides another way to make nails stand out, the
research stated.

Along with this continuing flood of innovative nail care products, a combination of trends creates conditions favorable to market growth. According to Packaged Facts, these include an increase in the number of frequent users of DIY nail care products; the overlap between women who use professional nail care services and women who make frequent use of DIY nail care products; and rapid growth in the population of multicultural women, who are much more likely than non-Hispanic white women to be frequent nail care product users.

The article above is part of the DSN Category Review Series. For the complete Nail Care Buy-In Report, including extensive charts, data and more analysis, click here.

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